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http://en.wikipedia.org/wiki/Nutella - read the history. Italy was very poor after the war. Chocolate was expensive so Ferrero came up with the idea of mixing chocolate with hazelnut paste. The rest is history ...

stevewith - you are right but Majani is a good example even though I am not a lover of giandujotto.

My girls grew up on Nutella as with everyone in Italy - at least North Italy. I have memories of a yard long panino filled with nutella and covered in candles for a birthday party. But it doesn't work for me. I suppose every country has their idiosyncrasies. I have never understood peanut butter and roasted marshmallows ...